Influencer Marketing and Consumers Purchasing Behaviour of Pepsi in Kwara State, Nigeria

In today’s digitally driven marketplace, influencer marketing has emerged as a dominant promotional strategy, especially among young, tech-savvy consumers. However, despite its growing relevance, there remains a limited understanding of how influencer attributes shape purchasing behaviour, particularly within the Nigerian context. This study investigates the influence of influencer marketing on consumer purchasing behaviour of Pepsi among undergraduates of the University of Ilorin, Kwara State. The study seeks to examine the effects of influencer credibility on consumer trust, influencer attractiveness on brand loyalty, and influencer expertise on consumer satisfaction. The study adopted a descriptive research design. The population comprised 49,611 undergraduate students of the University of Ilorin in the 2024/2025 academic session. Using stratified and simple random sampling techniques, 397 students were selected as respondents. Data were collected using structured questionnaires and analysed with the aid of descriptive statistics and inferential analysis including regression tests through SPSS. Findings revealed that influencer credibility has a significant positive effect on consumer trust in Pepsi products. Also, influencer attractiveness significantly enhances consumer brand loyalty, while influencer expertise positively affects consumer satisfaction. The study concluded that influencer marketing is an effective tool in shaping consumer preferences and buying decisions, particularly among university students in Nigeria. It recommends that Pepsi and similar brands should strategically partner with influencers whose credibility, attractiveness, and expertise align with brand values.